Contextual Keyword Ad Targeting Use Cases

Video Transcript: Contextual Keyword Ad Targeting Use Cases

Hello and welcome to episode number 71 of The Great Reset. My name is Robert Brill and I'm the CEO of BrillMedia.co. We're an advertising firm that helps companies achieve business results with the best paid media, data, and targeting available in the market.

We are here five days a week talking about marketing and advertising for senior marketing executives, entrepreneurs, and anyone who is looking to grow their company. In the next few videos, we'll dive into the use cases for contextual advertising and in this video, we'll focus on the use cases for keyword targeting. Keyword targeting lets us understand how to run ads on pages across the web that contain the keywords we want to surround.

There are three general use cases here. The first is competitive conquesting. The second is content conquesting.

And the third is product conquesting. In all three, keyword target data and exclusion lists are used. Let's jump right into the first one, competitive conquesting.

With competitive conquesting, one brand can surround pages where their competitor brands are mentioned. So we'll take a very simple use case. Let's say there's a local Toyota dealership.

They may want to surround people who are researching their competitor at Honda. Keyword contextual targeting can be set up to target ads on pages where your competitors appear. So if someone is bouncing around pages that talk about Honda, ads for Toyota will bounce around with them and appear alongside the content.

With content conquesting, we are targeting pages that have keywords relevant to some idea or topic. In an earlier video about programmatic advertising, we mentioned this example. An advertiser who sells caramel, let's say it's Giardelli, may want to run ads on recipe pages that call for caramel.

So whether it's apple pies or cakes or cupcakes or any other dessert, if the word caramel appears, that would be a great place for Giardelli to appear. So we're targeting content or a general theme or idea. Finally, there's product conquesting.

With product conquesting, we can hone in on specific product names. On a recent episode of the LA Business Podcast, we interviewed the president of American popcorn company, Gary Smith. His brand, Jolly Time Popcorn, competes with Orville Redenbacher Popcorn, Pop Secret, Act 2, and many other artisan popcorn brands.

So Gary may want to run ads whenever a site or blog mentions their competitor's products. So for example, if a page is talking about Act 2 Butter Lover's Popcorn or Orville Redenbacher's Gourmet Popping Corn or Pop Secret Microwave Popcorn Butter, the user should see an ad for Jolly Time. The core idea here is if you're selling products, whether it's online or at the retail store, and someone is researching or looking at or reviewing your competitor's products, it is a good practice to serve ads around those products for your brand.

In another example, if someone is on a page reading about the specs, reviews, and merits of Honda, the Honda Accords specifically, Toyota can show ads for the Toyota Camry because those two car brands are in the same class and compete. So really, contextual targeting with keywords gives us the ability to hone in on where people are on any page, on any site, that is specifically talking about the topics that we are targeting for that particular campaign. So I hope this sparked some ideas for your business.

Thanks for watching this episode of The Great Reset. We'll see you tomorrow for another episode.